Facebook likes to tout how much it has done in recent years to deter bullying of, and by, its users, which is ironic when you consider the social network has emerged as the media industry's biggest bully, online and off. First it uses its muscle to attack Apple's efforts to protect its users' online privacy by mobilizing a paid media and aggressive lobbying campaign asserting Apple is harming small businesses by taking away an efficient and effective ad targeting tool.

Maryland's new tax scheme, which is only attributable to ad sales derived from the state, raises questions about the physical proximity of online media that certain geographies have ignored or sought to sidestep for decades.

While most of the focus has been on the burgeoning platform war between Facebook and Apple, most advertisers still have no concrete plans for adjusting to life after IDFA, Apple's long-standing identifier for advertisers to target iOS users. Here's why I think this will be a good thing.

It's important, not just because it might mitigate risk, but because it will instigate conversations about what's appropriate.